Redefining the Classroom

Marketing class seeks global market for EUP industrial goods and services

Posted: April 25th, 2013

GETTING READY FOR PRIMETIME – Lake Superior State University's INTB 486 International Marketing class – overseen by marketing professor Valerie Philips (left) - has taken the Eastern Upper Peninsula one step closer to unified global visibility by designing a prototype business-to-business Web site. Professor Ralf Wilhelms, second from left, who designed the international business curriculum at LSSU, obtained a $2,500 grant for student teams to generate foreign buyer interest in EUP industrial products and services. Teams tailored marketing plans to maximize website hits from Argentina, Canada, Russia, Brazil, Turkey, Germany, and England. The pilot project, dubbed EUPExports, investigated and developed business-to-business (B2B) marketing strategies to attract foreign interest. The Web site works on the assumption that international buyers will search for products first before they investigate companies, which is different from them connecting with other companies based on industry affiliation. The project involved a website re-design, applying social media strategies, designing a class-approved slogan - Small Region, Big Connections - that appears on the site’s home page, and formulating ideas for contemporary branding and messaging. Justin Wangeman, a junior in marketing from Rockford, Mich., added a logo he designed. Wilhelms plans to offer a fully developed site to Sault Ste. Marie's SmartZone and other regional economical development authorities. Run a Web search on "LSSU international business" for details about that area of study at Lake State. (LSSU/John Shibley)

A print-resolution photo that runs with the caption above can be found by clicking here.


CONTACTS: John Shibley, e-mail, 906-635-2314; Tom Pink, e-mail, 635-2315.